?url_ver=Z39.88-2004&rft_id=1616031032&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+WORD+OF+MOUTH+TERHADAP+BRAND+AWARENESS+%0D%0ASEMESTA+COFFEE+PADA+MASYARAKAT+PRINGSEWU%0D%0A&rft.creator=Afif+Rakha+Anggoro%2C+1616031032&rft.subject=380+Perdagangan%2C+komunikasi%2C+dan+transportasi&rft.description=Jumlah+coffee+shop+di+Indonesia+meningkat+dengan+drastis+selama+tiga+tahun+kebelakang.+Maka+tak+heran+jika+banyak+bermunculan+coffee+shop+di+Lampung%2C+salah+satunya+di+Pringsewu.+Semesta+Coffee+merupakan+salah+satu+yang+paling+dominan%2C+namun+mempunyai+pesaing+yang+letaknya+berdekatan.+Semesta+Coffee+harus+didukung+dengan+strategi+pemasaran+yang+baik+dalam+mempengaruhi+keputusan+pembelian+agar+dapat+meningkatkan+keuntungan.+Salah+satu+cara+untuk+melakukan+promosi+pemasaran+yakni+melalui+word+of+mouth.+Penelitian+ini+bertujuan+untuk+mengetahui+pengaruh+word+of+mouth+terhadap+brand+awareness+Semesta+Coffee+pada+masyarakat+Pringsewu.++Tipe+penelitian+yang+digunakan+adalah+penelitian+kuantitatif.+Populasi+dalam+penelitian+ini+berjumlah+94+responden.+Dari+hasil+analisis+yang+diberikan+kepada+sejumlah+responden+dengan+metode+random+sampling+yaitu+masyarakat+yang+tinggal+di+Kabupaten+Pringsewu+yang+memiliki+rentang+usia+antara+16-60+tahun%2C+memiliki+media+sosial%2C+dan+telah+mengunjungi+Semesta+Coffee+minimal+3+kali.+Maka+didapatkan+hasil+bahwa+pengaruh+word+of+mouth+terhadap+brand+awareness+Semesta+Coffee+pada+masyarakat+Pringsewu+seebesar+68%2C3%25.+Berdasarkan+hasil+uji+hipotesis+yang+menerangkan+hubungan+variabel+X+yaitu+word+of+mouth+dengan+variable+Y+yaitu+brand+awareness+Semesta+Coffee+dengan+hasil+uji+T+bahwa+nilai+sig+sebesar+0%2C000+atau+koefisien+bernilai+lebih+kecil+atau+kurang+dari+0%2C05.+dengan+demikian+diketahui+bahwa+Ho+ditolak+dan+H1+diterima.+Maka+dapat+diketahui+dan+disimpulkan+bahwa+terdapat+hubungan+atau+pengaruh+dari+variabel+word+of+mouth+(X)+terhadap+variabel+brand+Awareness+Semesta+Coffee+(Y).%0D%0AKata+kunci%3A%2C+Brand+Awareness%2C+Semesta+Coffee%2C+Word+Of+Mouth.+%0D%0A%0D%0AThe+number+of+coffee+shops+in+Indonesia+has+increased+drastically+over+the+past+three+years.+So+don't+be+surprised+if+there+are+many+coffee+shops+popping+up+in+Lampung%2C+one+of+which+is+in+Pringsewu.+Semesta+Coffee+is+one+of+the+most+dominant%2C+but+has+competitors+that+are+located+close+together.+Semesta+Coffee+must+be+supported+by+a+good+marketing+strategy+in+influencing+purchasing+decisions+in+order+to+increase+profits.+One+way+to+do+marketing+promotions+is+through+word+of+mouth.+This+study+aims+to+determine+the+effect+of+word+of+mouth+on+the+brand+awareness+of+Semesta+Coffee+in+the+Pringsewu+community.+The+type+of+research+used+is+quantitative+research.+The+population+in+this+study+amounted+to+94+respondents.+From+the+results+of+the+analysis+given+to+a+number+of+respondents+using+a+random+sampling+method%2C+namely+people+living+in+Pringsewu+Regency+who+have+an+age+range+between+16-60+years%2C+have+social+media%2C+and+have+visited+Semesta+Coffee+at+least+3+times.+Then+it+was+found+that+the+influence+of+word+of+mouth+on+Semesta+Coffee's+brand+awareness+in+the+Pringsewu+community+was+68.3%25.+Based+on+the+results+of+the+hypothesis+test+that+explains+the+relationship+between+variable+X%2C+namely+word+of+mouth+with+variable+Y%2C+namely+brand+awareness+of+Semesta+Coffee+with+the+results+of+the+T+test+that+the+sig+value+is+0.000+or+feasible+to+be+smaller+or+less+than+0.05.+Thus+it+is+known+that+Ho+is+rejected+and+H1+is+accepted.+So+it+can+be+seen+and+said+that+there+is+a+relationship+or+influence+of+word+of+mouth+variable+(X)+on+the+variable+Brand+Awareness+Semesta+Coffee+(Y).%0D%0AKeywords%3A+Brand+Awareness%2C+Semesta+Coffee%2C+Word+Of+Mouth.%0D%0A&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2022-09-23&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F66589%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F66589%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F66589%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Afif+Rakha+Anggoro%2C+1616031032++(2022)+PENGARUH+WORD+OF+MOUTH+TERHADAP+BRAND+AWARENESS+SEMESTA+COFFEE+PADA+MASYARAKAT+PRINGSEWU.++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F66589%2F